5.
MEASURE
Web Analytics
– Web Analytics is the measurement, collection, analysis and
reporting of Internet data for the purposes of understanding and
optimizing Web usage. (From Web Analytics Association)
Key Performance Indicator
– a metric that an organization measures to help determine its
progress towards a goal;
– a reflection of the tactical performance of an organization;
– used to substantiate an organization’s objectives.

19.
SEARCH ENGINE MARKETING
We Want:
– Important website pages (content pages)
– To be prominent on search engines (SERPS)
– And for prospective visitors to click through to these important
pages (search engine referral = SUCCESS METRIC)
– And for their site visit to achieve some kind of specific and
meaningful objective (business case)